I’m a customer service professional.  I’ve been working for the past 20 years, and in every job I’ve had there have been clearly identified customers, and it’s been my role to assist them.

I can’t think of a job that doesn’t have a customer of some nature, be it internal or external.  Can you?

I’ve been really lucky in my career to have had some great customer service training.  The downside of having had the training is that it makes me intolerant when I’m the recipient of poor service.

There’s an old saying that a satisfied customer will tell one other person, and unsatisfied customers will tell 10 other people about their experience.  Organisations big and small, private and public, collectively spend fortunes every year on brand and reputation management – whether it’s repainting the shop front, re-designing the logo or website, advertising, or employing public relations consultants.  And to my mind, it’s all wasted money if the organisation hasn’t got the customer service right.

During the last week, I’ve experienced both the highs and lows of customer service.  You will have too.  Did you get a smile and thank you in the last shop you visited?  Could the person on the other end of the phone speak your language well enough for you to understand them and get your issue resolved?  Did the tradesperson arrive on time, or call to let you know they were delayed?  Did someone that you were giving your (or your organisation’s) hard-earned money go the extra mile for you?

Great customer service brings repeat business.  Today the man at the counter of my favoured shoe repair shop saved me more than $50 by explaining that the zip on my boot didn’t need replacing, but that the zip slider did.  He didn’t have to.  He was honest and had integrity and reaffirmed my belief that his store is the best in Wellington.  He earned my continued business and my recommendation to others.  It cost him nothing.

Last week I did a lot of web-hunting for a service provider for two things Ideas Shop needed.  I found a bunch of potential suppliers, and emailed each with my requirements and questions.  For the first need that I had, I got a response within 24 hours from three out of four suppliers.  For the second need, I haven’t had a word from any of the three companies I contacted in more than a week.  All of these companies have invested in websites to entice you to purchase their products or services – so why don’t they back it up with actual service?  We will be purchasing from one of the first group of suppliers, but for the second group – let’s just say I’m investigating other options.

If your organisation does not provide a high level of service to your customers (or clients, or users – whatever you call them), then you’re wasting money on everything else you’re investing in, whether it’s public relations, advertising, websites, social media or sign-written vehicles.  Great service must be the foundation stone for any successful business.